Case Study: Johns Hopkins University Covid-19 Clinical Trial Audience Architecture

Founded in 1876, The Johns Hopkins University is a private research university in Baltimore, Maryland.
Johns Hopkins University

Overview: Audience Architecture in Healthcare and Pharma

Audience architecture is the process of designing and organizing communication strategies to effectively reach and engage with a specific audience. In healthcare, audience architecture is critical to the success of healthcare providers, clinical trials, and research studies. DataOps, an emerging practice in healthcare, can streamline and optimize the process of collecting, storing, and analyzing healthcare data, improving process efficiency, data quality, and security and privacy for healthcare data.

Challenges and Considerations

Audience architecture in healthcare and pharma is complex and requires careful consideration of various challenges. One major challenge is the diversity of the audience, including healthcare providers, patients, caregivers, and policymakers. Each group has unique needs and preferences, and it is essential to tailor communication strategies to their specific requirements. Additionally, healthcare regulations, such as HIPAA, must be taken into account when engaging with audiences, particularly clinical trial participants, to ensure privacy and confidentiality of health information.

Another challenge of audience architecture in healthcare and pharma is the rapidly changing landscape of technology and communication channels. Healthcare providers and patients are increasingly turning to digital channels to access information and communicate, which creates a need for tailored communication strategies across multiple platforms. Furthermore, the COVID-19 pandemic has further accelerated the shift towards virtual communication and remote patient monitoring, highlighting the need for a flexible and adaptable approach to audience architecture. In this context, the role of data and analytics, and the use of DataOps methodologies, are critical to providing insights into audience preferences and behaviors, and to enable effective engagement strategies that support better healthcare outcomes.

Clinical Trial Audiences and Engagement

Creating effective audience architecture for COVID-19 clinical trial participants requires a comprehensive understanding of the participants’ needs and preferences. One way to achieve this is to develop targeted communication strategies that address the unique concerns and questions of participants. For example, providing frequent updates on trial progress, explaining the study design and procedures in clear and simple language, and addressing any side effects or safety concerns participants may have.

Another way to create effective audience architecture for COVID-19 clinical trial participants is to leverage digital channels and tools, such as mobile apps or virtual visits. These tools can provide participants with a more convenient and accessible way to communicate with trial administrators, track their progress, and receive information about the study. Additionally, digital tools can be used to collect data in real-time, enabling researchers to monitor participants’ health and identify potential issues more quickly.

Finally, creating a community around the trial participants can be a powerful way to engage with and support participants. This can include creating online forums or support groups where participants can connect with each other, share their experiences, and receive emotional and social support. This approach can also help to build trust between trial participants and researchers, as well as create a sense of shared purpose and engagement around the study. Overall, creating effective audience architecture for COVID-19 clinical trial participants requires a holistic approach that addresses participants’ unique needs, leverages digital tools and channels, and fosters a sense of community and engagement around the trial.

HIPAA, Privacy & Security

HIPAA privacy and security considerations are essential for protecting the personal health information of clinical trial participants. Any communication or data collection process involving participants must adhere to HIPAA regulations, which require the implementation of appropriate safeguards to ensure confidentiality, security, and privacy of participant data. DataOps can play a critical role in ensuring compliance with HIPAA regulations by providing a framework for managing, analyzing, and securing healthcare data. DataOps methodologies can enable the creation of robust data governance policies, secure data storage and transmission, and real-time monitoring and auditing of data usage. By adopting a DataOps approach, clinical trial administrators can ensure that participant data is managed in a secure and compliant manner, while also providing researchers with the insights they need to improve trial outcomes.


Successful integrating Audience Architecture into advertising efforts was essential for attracting the appropriate number of participants to complete this time sensitive COVID-19 trial.

By understanding the unique needs and preferences of the target audience, we designed communication strategies that resonate with potential participants and encouraged them to enroll in the trial. This included targeted digital advertising, social media campaigns, and direct outreach to clinical trial locations. Additionally, the use of DataOps provided critical insights into audience behavior and preferences, enabling our team to refine their advertising efforts in real-time and optimize their outreach strategies to optimize marketing ROI.

A successful audience architecture strategy helped to ensure the JHU clinical trials had the necessary number of participants to yield meaningful results and ultimately contribute to improving COVID-19 treatment and prevention efforts.